dn&co’s new identity for the Museum of the Home is inspired by light and shadow

London studio dn&co has created the brand for the Museum of the Home, the iconic East London attraction due to reopen next summer following an £18.1 million refurbishment.

Formerly known as the Geffrye Museum of the Home, the new identity marks the museum’s evolution from historical displays to a more modern platform where the idea of ‘home’ can be explored, expressed, debated and shared.

Inspired by light, and the shadows cast when focused on an object, the identity features a custom typeface, designed by dn&co and produced in collaboration with Colophon Foundry, distinctive diagonal layers, and a colour palette inspired by the museum’s architecture, surroundings and gardens.

Gabriel Weichert, design director at dn&co, says: “Light plays an incredibly important role in homes. It creates spaces, sets the atmosphere, brings things to the fore, or hides them from view.

“At the heart of the brand identity sits a unique typeface – Home Sans – created by shadows. The font is dynamic and can adapt to the message you want to convey, to the audience you are talking to, or respond to a physical or digital environment.

“The graphic language also uses layers of shadow to reveal different kinds of content – typography, illustration, photography. Conceived as a flexible system, it shares the visual cues that make it instantly recognisable as the Museum of the Home.”

dn&co developed the brand strategy, name, positioning, and brand identity. Its team is currently working on the museum’s wayfinding programme, due to be completed next year.